KitKat, the beloved British chocolate brand, has recently undergone significant changes, launching new sharing bars and announcing the discontinuation of its vegan variant, KitKat V. This shift marks one of the most radical transformations of the iconic chocolate bar since its creation nearly 90 years ago.
Nestlé, the manufacturer of KitKat, is releasing the new two-column sharing bars, which are aimed at encouraging people to share moments together. The sharing bars weigh 99 grams and feature multiple break-off pieces, allowing consumers to enjoy the chocolate collectively.
The new range includes three enticing flavors: double chocolate, salted caramel, and hazelnut, priced at £1.35, available exclusively at Tesco stores. Stephanie Scales, Marketing Manager for KitKat at Nestlé UK & Ireland, expressed the brand's mission: "We want KitKat fans to hit the pause button and really unwind at the end of the day… and what beter way to do this than by catching up with your favourite people and sharing a delicious treat?"
These changes come as chocolate lovers have taken to social media to express their excitement about the new offerings. Enthusiastic fans are eager to try the new flavors, commenting on X, saying, "Oooooh I have to sample them all!!" and "These look fun to try!!!"
Meanwhile, the KitKat V, which debuted in 2021, will only be available until the summer of 2025. This vegan option, made with rice-based milk alternatives and sustainable cocoa, was initially popular among customers seeking dairy-free chocolate. Nestlé is now discontinuing the vegan bar due to declining sales, stating, "Unfortunately, global demand has been reducing to the point of making manufacturing more and more complex, and we have now made the difficult decision to discontinue the product."
Despite its positive environmental impact—boasting an 18 percent smaller carbon footprint compared to the original KitKat—this decision reflects the company’s return to emphasizing classic chocolate versions, which continue to dominate consumer interests.
Social media has seen widespread disappointment from fans of the vegan chocolate, with sentiments echoing the feelings of customers who liked the alternative. One user lamented, "I can't believe the vegan KitKat has been discontinued. This is devastating!" Another expressed shock at the fading options for vegan treats, particularly in light of the increasing demand for plant-based food alternatives.
While Nestlé’s KitKat continues to innovate with new flavors and formats, it faces the challenge of balancing consumer preferences with market realities. The introduction of the sharing bars is part of Nestlé's broader strategy to create connections among people through shared experiences, which they believe can be enhanced through their products.
With KitKat’s long-standing legacy, launching the sharing bars presents not just a bold marketing strategy, but also showcases the brand's adaptability to modern consumer culture. With so much engagement from chocolate lovers, the success of this new line could redefine how we view this classic treat.